The Business Events Australia Greater China Showcase is coming to Aus!

Tourism Australia today announced that its major incentive showcase for the China market – the Business Events Australia Greater China Showcase – will be held in Australia for the very first time this coming November.

Capitalising on strong awareness and demand for Australia by Chinese incentive planners, the Showcase will provide key buyers and media from this important market with the opportunity to experience Australia’s event delivery capability and business events offering first-hand.

“We know there’s nothing like experiencing Australia first-hand, and in 2018 we’re providing a unique opportunity to Australian industry by bringing Chinese incentive planners, corporate decision makers and media here to discover our country’s exceptional business events offering for themselves,” said John O’Sullivan, Managing Director Tourism Australia.


The Business Events Australia Greater China Showcase is a key annual event for Tourism Australia and has previously been held in different locations in China.

It provides Australian industry with an opportunity to meet, network and do business with qualified Chinese incentive planners, corporate decision makers and media from across the country. Australian industry participating are expected to include convention bureaus and centres, accommodation, attractions, tour and transport operators, and related service providers.

“China is one of Australia’s most important markets for corporate incentive travel business and previous Showcase results have more than demonstrated the value of the event to Australian industry,” O’Sullivan said.

“In 2017 over 135 business leads were generated by industry and sellers indicated 100 per cent satisfaction with the Showcase.”

Melbourne will be the first-ever Australian host city for the Business Events Australia Greater China Showcase, with more than 60 Greater China buyers and media expected to attend. The Showcase schedule includes business to business meetings, a host city showcase and an educational program which will take buyers and media to several other Australian destinations.

Duckboard Place, Melbourne Laneways, VIC

Karen Bolinger, Melbourne Convention Bureau CEO said that she is delighted that Melbourne is the stage for the first BEA Greater China Showcase ever hosted in Australia.

“Melbourne has an impressive track record of hosting incentive groups and creating bespoke itineraries, and in collaboration with BEA and our partners we will bring this to life for the corporate agents and media on their way to Melbourne.

“Melbourne is the ideal backdrop for the Australian business events industry to strengthen relationships with key Chinese buyers, while enabling MCB to showcase our state’s outstanding business events and incentive attributes.”